SimpliFlying Awards for Social Media Excellence - Finalist presentations
 

SimpliFlying Awards for Social Media Excellence - Finalist presentations

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These are the finalists for the SimpliFlying Social Media Awards 2011.

These are the finalists for the SimpliFlying Social Media Awards 2011.

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http://simpliflying.com 2003
http://feeds.feedburner.com 28
http://connect.phocuswright.com 22
http://us-w1.rockmelt.com 7
http://paper.li 6
http://ilkokimo.wordpress.com 6
http://www.netvibes.com 2
http://www.tviexpress-travels.com 2
http://twitter.com 1
http://www.linkedin.com 1
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SimpliFlying Awards for Social Media Excellence - Finalist presentations SimpliFlying Awards for Social Media Excellence - Finalist presentations Presentation Transcript

  • 2nd Annual
    AWARDS for EXCELLENCE IN SOCIAL MEDIA 2011
    10 October 2011
  • AWARD IN SOCIAL MEDIA
    EXCELLENCE
    134
    in 14 days
    NOMINATIONS
  • AWARD IN SOCIAL MEDIA
    EXCELLENCE
    31,124
    in 15 days
    VOTES
  • AWARD IN SOCIAL MEDIA
    EXCELLENCE
    finalists
  • AWARD IN SOCIAL MEDIA
    EXCELLENCE
    Our Distinguished Judges
    David McMullen
    RoutesOnline
    Josiah Mackenzie
    Hotel Marketing Strategies Blog
    Raymond Kollau
    Airlinetrends.com
  • AWARD IN SOCIAL MEDIA
    EXCELLENCE
    The Judging Criteria
  • AWARD IN SOCIAL MEDIA
    EXCELLENCE
    Best Airport in Social Media
  • 12
    06 October 2011
    Headline achievements
    • In twelve months our Twitter followers increased from 4,000 to over 22,000
    • We’ve got a Twitter customer service programme in place that is tried and tested: In the week before Christmas, we successfully dealt with an average of 300 tweets an hour
    • We are the first airport to use mobile barcodes as public information points
    • We are the first European airport to put all our retail and food outlets up for instant online reviews
    • We are the first European airport to have an Instagram feed
    • Social media provides intelligence for the business as a whole at the most senior levels
    12
  • 13
    Background
    Oct - Dec 2009 - Gatwick sold from BAA to GIP
    June 2010 - Gatwick rebranded, focus on making the airport a more human experience. £1 billion investment announced
    13
    06 October 2011
  • 14
    06 October 2011
    The role of social
    • Bring the £1 billion investment to life
    • Communicate the ‘new’ Gatwick
    • Find ways to elicit passenger feedback, improve customer services
    • Make a difference on the ground
    • Support airline and commercial partners
    • Help shape LGW’s clear and distinctive positioning vs LHR
    14
  • 15
    06 October 2011
    Step One - Round the Clock Twitter
    • Like most airports, Gatwick is not a 9-5 operation. The busiest time is in fact 6-9am every morning. A lot of passengers do not tweet out comments while the marketing department is at work
    • Some passengers will stay as little as 60-90 minutes in the airport environment - the window to reply to them is fairly small
    • The answer - introduce Twitter as a (near enough) round the clock customer services tool and help passengers in real time when they are in the airport environment
    • Train operations staff. Actively encourage people to call Gatwick out while at the airport
    15
  • 16
    Using Twitter as a proactive customer services tool
    16
    06 October 2011
  • 17
    The round the clock Twitter support really kicked in during the pre Xmas snow disruptions
    21 November - 4082 followers
    14 December - 9498 followers
    20 December - 15,440 followers
    (Currently - 22k followers)
    At one point we were called out 300x an hour
    17
    06 October 2011
  • 18
    A £1 billion investment invariably has a certain amount of disruption - how can we use social media to communicate what is going on
    06 October 2011
    Step two
    18
  • 19
    06 October 2011
    Solution - work with the physical environment of the airport
    • Use the construction hoardings as information points (they are not only unsightly - it is dead space)
    • Bring in an interactive element
    • Our solution was to work with Stickybits - 2D codes that look like the ones you see in supermarkets. Any kind of content can be attached to them
    19
  • 20
    Giant barcodes - Currently there are around half a dozen landside.
    Airside codes coming soon
    20
    06 October 2011
  • 21
    “We need a way to allow passengers to feed back on airport facilities using mobile / social media”
    Step Three
    06 October 2011
    21
  • 22
    Solution - work with Qype
    • There are two ways LGW could have approached this
    • Build a ratings and review system from scratch - problem of impartiality and also retailer relations
    • Or alternatively - use an existing review tool like Qype which has an API that can be pulled in
    • Qype is very popular with over 20 million visitors per month through local listings / SEO and mobile applications and is European based
    22
    06 October 2011
  • Integration of Qype. Leave reviews (good and bad) and they appear directly on the Gatwick website
  • 24
    06 October 2011
    And there is more....
    • Work with Internal comms to see how online social tools can be integrated
    • First European airport feed on Instagram
    • A Tumblr site, which will act as a visual showcase
    • Use of Gowalla / Foursquare
    • We support retailers and airlines on an ad-hoc basis. For example, Air Berlin and Monarch
    24
  • 25
    Why is this campaign different?
    1 - It treats social media as a platform, not a channel
    2 - It has been given time to work
    3 - It is two way in a real sense
    4 - Senior management is attuned to social media - comments are seen and acted upon
    Awards won so far:
    Innovation in online customer services (econsultancy)
    Best use of digital media for customer services (Digicomms Awards)
    Best use of social media (CIPR Awards)
    25
    06 October 2011
  • 26
    06 October 2011
    • Zoë Baker (I’m a digital account manager at Gatwick’s social media agency ‘Rabbit’)
    • Follow me on Twitter and Instagram - @zoewithdots
    • Make sure to follow Gatwick on Twitter - @gatwick_airport
    Thanks for your time!
    26
  • How would you feel if you won a MILLION dollars?
  • The Objectives
    Make shopping more exciting.
    Encourage spending.
    Create buzz beyond traditional media buy.
  • Cost Effectiveness
    Awareness
    Remarkable activation with a long tail sharing effect
    The Challenge
  • Euphoria
    Excitement
    The million dollar feeling is…
    Happiness
    Glee
    Joy
  • The Idea
    Experience the joy of winning a million dollars at Changi
  • The Execution
    We invited Singaporeans, so naturally proud of Changi, to show us what it feels like to win a million dollars in the world’s largest airport flashmob at Changi Airport.
  • Launch Day Video
  • Video was shared across social media
    Campaign Microsite
    NewsSites
    Blogs
    Launch Day
    500 participants from all walks of life
    Performed in front of hundreds of travellers at Changi Airport Terminal 3
  • Maintaining the Long Tail Buzz
    Behind the scenes were shared with the public.
  • Maintaining the Long Tail Buzz
    Announcements of the monthly winners
    Supported by in-airport & other ATL marketing efforts
  • The Changi Millionaire Grand Draw
  • The Result
    - Make shopping more exciting
    More local residents and visitors came to Changi to shop and dine. Concession sales from public areas grew 18%.
    830,000 entries received in total or 4,415 entries per day
  • The Result
    - Increase spending
    Concession sales saw a 13% growth year-on-year.
    Campaign was successful in raising the amount spent by Changi shoppers in a single transaction.
    Sales receipts of $500 and above registered a 20% increase year-on-year.
  • The Result
    - Creating buzz beyond traditional media buy
    In terms of brand buzz, the campaign achieved US$1,403,605 in PR value, 2.8 times the target.
  • AWARD IN SOCIAL MEDIA
    EXCELLENCE
    Best Hotel in Social Media
  • AWARD IN SOCIAL MEDIA
    EXCELLENCE
    Best use of social media to drive revenue
  • 2nd Annual SimpliFlying Awards in Social Media Excellence
    Finalist: Estonian Air
  • Assignment:
    Exercise in social media
    Engage the fans
    Sell the excess capacity
    Extra credit: create the buzz
  • Initiative :
    Four social media campaigns
    Regular auction
    Pay-as-you-wish
    Group auction
    Reverse auction
    Airport partners
    RT excess inventory
  • Engagement:
    Success isn't a result of spontaneous combustion. You must set yourself on fire. Arnold H. Glasgow
    Recreating the feeling
  • Result :
    Investment/development=0
    Commissions/distribution=0
    Revenue=€806,94
    New FB fans=ca 600
    Media visibility=ca €15000
    WOM=priceless
    Not bad for a day's work.
  • Result :
    Change is the end result of
    all true learning.Leo Buscaglia
    Introducing the world’s first
    airline virtual loyalty program.
  • Thank you!
    Estonian Air
  • Social Media?
    Let’s talk Social Business!
    Generating revenue through social media
    Making friends travel. Easily
  • Now
    Now
    September
    September
    August
    August
    Two
    friends
    wanting
    to fly
    and sit
    next to
    each
    other
    2010
    2010
    Born
    Born
    DY
    BUD
    3 hours ago near Kuala Lumpur
    4 hours ago near Kuala Lumpur
    Yeah! Ok @BUD, will join you. Lets sit next to each other.
    @DY, I booked a flight to Penang! U want to join me?
    4
    Like
    Comment
    Share
    Like
    Comment
    Share
    1
  • Now
    September
    August
    Social MediaStrategy
    2010
    Born
    Evolution
    A fluid transition from one interface to another using innovation
    Physiology
    Enhanced the ROI through social network capabilities
    100
    Like
    Comment
    Share
    Sociology
    Potential revenue growth through engagement of networks of friends
    250
    Like
    Comment
    Share
    350
    Like
    Comment
    Share
  • Now
    September
    August
    2010
    Born
    >1000
    downloads in 1 month
    Evolution
    M-Commerce
    M-Commerce
    M-Commerce
    December 2009, near Kuala Lumpur
    December 2010, near Kuala Lumpur
    September 2011, near Kuala Lumpur
    Born as MHmobile on mobile platform
    Introduced to tablet market for iPad
    Reinvigorated as MHquick Chrome extension
    30%
    user
    active
    monthly
    Like
    Comment
    Share
    150
    Like
    Comment
    Share
    180
    Like
    Comment
    Share
    300
    M-Commerce
    M-Commerce
    July 2010 near Kuala Lumpur
    February 2011 near Kuala Lumpur
    Grew as MHkiosk at local ticket office
    Reinvented as MHbuddy with social media driven capability
    131
    450
    Like
    Comment
    Share
    Like
    Comment
    Share
  • 60%
    Users allow social sharing
    Physiology
    MHbuddy
    Just now near Kuala Lumpur
    When @BUD met @DY
    Yeah! We can do it again!
    It’s so easy right?
    DY
    Like
    Comment
    Share
    1
    10%
    Users share with their friends daily
    DYSeat number: 7B
    BUDSeat number: 7A
  • Now
    September
    August
    2010
    Born
    Sociology
    Korea Tourism Office, KL
    September 15 near Kuala Lumpur
    Now Malaysia Airlines flights available directly from Korea Tourism Office FB page
    MHbuddy
    Social Business
    September 15 – October 15
    August 2011, for M-commerce
    This month Gift 4 Buddies! Book your flights directly from Facebook with MHbuddy at http://on.fb.me/MHbuddy - brought to you by Temptations Inflight Shopping
    Increase of average bookings per day
    Mt. Kinabalu Int’l Climbathon
    August15 near Kota Kinabalu
    Like
    Comment
    Share
    1
    You and your hiking buddies may like to try for the Mt. KinabaluIntClimbathon from 22nd-23rd Oct! Book, check-in and share your travel plans with MHbuddy at http://on.fb.me/MHbuddy
    4x
    Like
    Comment
    Share
    191
    57
    1400
    Like
    Comment
    Share
    Like
    Comment
    Share
  • Thank You!
    Making friends travel. Easily
  • AWARD IN SOCIAL MEDIA
    EXCELLENCE
    Best use of social media to drive customer service
  • Christian Kamhaug, SAS
  • AWARD IN SOCIAL MEDIA
    EXCELLENCE
    Best Airline in Social Media
  • AWARD IN SOCIAL MEDIA
    EXCELLENCE
    Results will be announced during the reception this evening.
    Tweet your favorites with
    #Smawards
    #SMTravel11
    @simpliflying